Product recommendation in online social networking communities: An empirical study of antecedents and a mediator |
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| Authors: | Hanpeng Zhang Zhaohua Wang Shengjun Chen Chengqi Guo |
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| Affiliation: | 1. School of Business Administration, Southwestern University of Finance and Economics University, Chengdu, China;2. School of Management and Economics, Beijing Institute of Technology, Beijing, China;3. Business School, University of International Business and Economics, Beijing 100029, China;4. School & Department: Computer Information Systems & Business Analytics, College of Business, James Madison University, VA, USA |
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| Abstract: | Intention to facilitate individual voluntary product recommendation in online social networking communities has attracted increased attention. However, it is not obvious why individuals recommend products in a community composed of non-transactional users. What are the critical factors influencing such a behavior? To attempt to provide insights into the product recommendation behavior in online social networking communities, we develop a model to investigate the effects of community atmospheric cues on affective social distance and subsequent product recommendations based on the stimulus–organism–response paradigm. By analyzing the results of a survey using a questionnaire, we found that community reciprocity and community receptivity have a direct influence on product recommendation, while community atmospheric cues have an indirect influence through affective social distance. Theoretical and managerial implications are discussed. |
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| Keywords: | Product recommendation Community reciprocity Community receptivity Affective social distance |
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